Sara Blakely, the founder of Spanx, has hit a snag in her latest business venture, Sneex, as the U.S. Patent and Trademark Office (USPTO) rejected her trademark application for the new high heel brand. Known for transforming shapewear with Spanx, Blakely’s latest effort to address uncomfortable stilettos has encountered an obstacle, potentially delaying the launch of her promising product.
Spanx, launched in 2000 by Blakely, revolutionized the shapewear industry with its body-slimming undergarments that became a household name. The company became synonymous with shapewear, much like Band-Aids are to bandages. Blakely’s success was partly driven by her persistence in convincing major retailers like Bloomingdale’s and Nordstrom to carry the product. Spanx’s rise to fame was further propelled after Blakely earned Oprah’s endorsement, solidifying its place in fashion history.
The idea for Spanx came from Blakely’s frustration with the traditional shapewear she had to wear during her early sales career. Tired of the uncomfortable, sweat-inducing control-top pantyhose, she came up with a DIY solution—cutting off the feet of the pantyhose to create a seamless undergarment that eliminated panty lines. This simple yet innovative approach led to the creation of Spanx, which soon became the go-to brand for shapewear.
After selling Spanx for $1.2 billion in 2021, Blakely turned her attention to solving another common problem: the discomfort of wearing high heels. For nearly a decade, Blakely worked on designing a high heel that would combine the elegance of stilettos with the comfort of athletic shoes. The result was Sneex, a high heel designed to distribute weight evenly across the foot, providing better support and reducing pain. The shoes have already attracted some celebrity endorsements, including Gayle King and Reese Witherspoon, and are sold at a starting price of $395.
Despite the excitement surrounding Sneex, Blakely’s trademark application for the brand was recently rejected by the USPTO. The office stated that the name “Sneex” was too similar to “Sneak,” another apparel company that sells footwear, clothing, and hats, and could cause confusion among consumers. The USPTO typically rejects trademarks when it believes the names are too alike, potentially misleading customers about the source of the product.
Blakely now has three months to respond to the USPTO’s decision, which gives her time to address the concerns raised. The future of Sneex hinges on resolving this trademark issue, but Blakely’s reputation for overcoming obstacles suggests she may still find a way forward.
Related Topics
- Amit Aggarwal and NOTHING Redefine Fashion with Tech-Infused Collection at Lakmé Fashion Week 2025
- Gaza Woman Partners with Japanese Entrepreneur to Launch Clothing Brand
- Shivan & Narresh Unveil Art-Inspired Resort Collection at Lakmé Fashion Week 2025 in Partnership with FDCI
